Let’s say you’re invited to a mixer-party-networking-event thingy (or whatever the hip kids call ‘em these days). All the movers and shakers in your industry are in attendance. Sounds like a must-go, must-look-good, must-rock-it kind of situation. Right?
For sure, but chances are this is not a cheap ticket.
However, isn’t LinkedIn kind of the same thing (minus the heavy appetizers and pricey ticket)?
If you boil it down, LinkedIn is the digital version of a mixer. Scratch that – it’s the digital version of a ginormous, souped-up mixer with 500 million party-going professionals.
So, how do you ensure that your company is getting the most out of the shindig of the century (aka LinkedIn)?
First things first…
LinkedIn is built on the back of the individuals that make up the network – and that means to succeed on LinkedIn, your company’s strategy must be inclusive of “the people.”
Think of it this way. If you go around hugging babies and helping old ladies cross the street, people are going to think, “Now, that kid is a good egg, from a good family.”
Same goes for your company.
If the team is out there dropping knowledge bombs and lookin’ all smart and professional, it will reflect well on the company, too.
The people that make up your company, or at least a segment of them, can become part of your LinkedIn marketing strategy.
Without them (and their personal LinkedIn accounts), you can’t quite take full advantage of everything LinkedIn has to offer.
While employees obviously reserve the right to manage their public presence of LinkedIn, there are loads of collaboration opportunities that benefit both the company AND the individual, if the individual is so inclined:
Okay, so your company’s success on LinkedIn owes a lot to the individuals that make up the company, but you still need a company hub.
Your website is your real home base, but you also need a presence within the walled garden of LinkedIn.
Whether you’re a business with hundreds of employees or an independent proprietor, a Company Page and SlideShare channel can be pretty valuable.
(Now, when we say “pretty valuable,” we don’t mean it in the same way that your cousin Eddie refers to “bringing his hot dance moves.” We mean actually valuable.)
Let’s start with the LinkedIn Company Page.
The benefits are plentiful!
Okay, now for the SlideShare channel (another important hub).
This gem of a slide-hosting platform is the “sleeping giant” that all content marketers should befriend. There are 40 different content categories on SlideShare, so the competition for your particular niche is relatively small, providing you with a relatively uncluttered distribution channel.
It’s a no-brainer. With minimal effort, you can even upload existing slide presentations in a variety of formats.
Consider taking an existing piece of valuable content and repackaging it as a presentation to attract new audiences that prefer this visual format.
(Have killer blog posts? Use these tips to repackage them in different formats that’ll score you an even bigger audience!)
Also, 80% of SlideShare traffic comes from search engines. If this doesn’t set your SEO happiness-receptors aglow, we don’t know what will!
Now, buckle your seat belts! It’s time for the fun part…
Your company hubs are in order. The team is primed and ready to go. Their personal profiles are on point, and they are eager to spread your good word.
Time to release your army of advocates – and remember, the individual is the key!
1. LinkedIn Groups
If your company is not taking advantage of Groups, you could be majorly missing out.
Start your own Group, dedicated to your particular area of expertise, and join other established Groups. If you decide to start your own, commit to it. This means actively recruiting members and getting your team involved as Group managers and contributors.
Getting involved with LinkedIn Groups can help your business immensely:
2. LinkedIn Pulse
Pulse, the LinkedIn content publishing platform, can unlock new and engaged audiences that you may not have access to on your blog.
However, you ABSOLUTELY need to think through your Pulse strategy and balance it with your owned blog strategy (the one on your website). You need to be careful not to neglect your own domain because you’re busy pumping visitors over to LinkedIn.
Establish a few key employees as thought leaders that can publish content on Pulse (remember that individuals are the motor that powers LinkedIn). You can even hire writers to help produce the content.
(Hint: You can also do it yourself, like our own founder does in articles like this one!)
Build your blog on your website, but use Pulse (and sites like Medium) as a secondary outlet. (Again, our founder publishes on Medium, too – different types of content can live on different outlets!)
Depending on your goals and audience, there are strategies to consider:
Keep all of this in mind, and you’re well on your way to a hard working (and fun) LinkedIn marketing strategy! Get it!
Does your LinkedIn strategy include your team of rockstars?
What B2B (or B2C) companies are killin’ it on LinkedIn?
What LinkedIn products can’t you live without – and what tips or tricks of your own have been lifesavers?
Let us know in the comments below!